Evolution of the 11.11 Global Shopping Phenomenon



The 11.11 Shopping Festival debuted in 2009 as a 24-hour online sale featuring a wide range of merchandise offered at 50% discounts. The promotion was originally created and hosted by Tmall.com, China’s largest B2C (business-to-consumer) shopping website, to raise awareness of online shopping among Chinese consumers while giving a sales boost to independent merchants selling on Tmall. Nov. 11 was chosen for the sale because the date is easy to remember (11.11) and because it falls during an annual lull in consumer spending between the National Day and Chinese New Year holidays. Some refer to the shopping festival as the Singles Day Sale because it falls on Singles Day, a Chinese folk holiday likened to an anti-Valentines Day. Find out how Alibaba Group has evolved the holiday into the biggest shopping day of the year and how the 2015 sale will go global.
archival 11.11
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  • Julie Huang Tsang
    Director, International Corporate Affairs
    Hong Kong
    +852 2215 5206